基于游客感知的广西旅游公共服务质量测评及优化

Evaluation and Optimization of Tourism Public Service Quality: Based on the Perception Survey of Tourists in Guangxi

适应大众旅游新时代发展的形势,加强和完善旅游业公共服务体系建设已成为旅游业提质升级的关键。论文以广西为例,对旅游公共服务游客感知评价进行探索性因子分析,构建旅游公共服务感知评价体系,并运用IPA方法找出旅游公共服务的重要性与实际绩效感知的差异程度,客观地测评旅游公共服务的发展质量。研究表明:游客对广西旅游公共服务总体的满意度不高,旅游公共服务水平还有较大提升空间;“旅游安全保障”“旅游信息咨询”“旅游便民惠民”“旅游行政”“旅游交通体系”是影响旅游公共服务质量的直接因子;游客对旅游公共服务的总体实际绩效均值低于游客的期望(重要性),并形成“相对优势区”“维持区”“次要改进区”和“重要改进区”等四大区域。最后,提出了优化旅游公共服务质量的相关建议,为旅游公共服务高质量发展提供实践指导。

To adapt to the development situation of mass tourism in the new era,strengthening and improving the construction of public service system of tourism industry has become an important consideration for improving the quality and upgrading of tourism industry.Taking Guangxi as an example,exploratory factor analysis was carried out on tourist perception evaluation of tourism public service,and a tourism public service perception evaluation system was constructed.IPA method was used to find out the difference between the importance of tourism public service and actual performance perception,and the development quality of tourism public service was objectively evaluated.The research shows that tourists'overall satisfaction with guangxi's tourism public service is not high,and the level of tourism public service still has great room for improvement.“Tourism security guarantee”,“tourism information consultation”,“tourism convenience and benefit”,“tourism administration”and“tourism transportation system”are directly important factors affecting the quality of tourism public service.The average value of tourists'overall actual performance of tourism public services is lower than their expectation(importance),and four major areas are formed,namely,“comparative advantage area”,“maintenance area”,“minor improvement area”and“major improvement area”.Finally,some suggestions are put forward to optimize the quality of tourism public service,which can provide practical guidance for the high-quality development of tourism public service.